Advice You - Business

The best taglines quickly succeed in engaging audiences. Try to create a tagline that is a brief and focused call to action and avoid taglines that try to say too much, are too long or too vague

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

trong>Case Study: Does Smokey the Bear's tagline work, or not?

Let’s take a look at the widely-recognized Smokey the Bear tagline as a great example. Most of you are familiar with this one

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

"Only you can prevent wildfires." I admire its brevity, focus and emphasis on call to action. And the tagline really succeeds in engaging audiences, as it places a great deal of responsibility for p

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

eventing forest fires on "you."

Comment

However, a colleague had another perspective to offer: "There's a problem with this tagline in terms of framing. I often read how wildfires

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

esult from public policy decisions about forest and prairie use and development. But this tagline limits public thinking about other ways of solving wildfire problems, and cuts short the public debat

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

about land use."

Response

Very good point, but from my perspective, a tagline can't cover everything. If it's crafted to do so, it tends to be too long or too vague. As a result,

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

broad taglines generally fail.

First thing, I reviewed the Smokey the Bear mission and saw that its primary focus is on educating individuals on how they can prevent forest fires. Although Smokey ar

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

iculates development policies as one of four key reasons for forest fires, Smokey's website cites that 50% of forest fires are man-made.

Not only that, Smokey focuses on educating individuals on for

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

st fires and engaging them in the fight against fires, including advocacy. So "you" in the tagline is not to exclude the notion of non-man-made fires but to engage audiences through the use of a very

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

personal voice. See the website for more details: http://www.smokeybear.com/wildfires.asp

What are the dos and don'ts of powerful nonprofit taglines?

Tagline Dos and Don'ts

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

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DOs

Ensure that your tagline works together with your organization's name, positioning statement and key messages. The words in the tagline should be

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

found in your positioning statement and key messages. Consistency of message is the name of the game.

Emphasize action and/or emotion. Use verbs, not just nouns. You want your nonprofit's tagline to

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

actively engage your audience.   

Examples that work:

"Explore, enjoy and protect the planet." – Sierra Club

"Saving babies, together" – March of Dimes

"Providing Medical Relief Wor

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

dwide" – Doctors Without Borders

Make sure it's easy to pronounce and spell, and sounds pleasant to the ear.   Don't make your audiences struggle. Remember, they're your best communicat

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

rs – via word of mouth.

DON'Ts

Don't be generic. Be specific and as emotive as possible.

Weak – "Building a Better New York"

This tagline could represent a construction firm or

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

he mayor's office. In reality, it's the tagline of a nonprofit providing legal services to other nonprofits.  

Powerful – "Connecting Lawyers and Communities"   

From the sa

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

me kind of nonprofit in another city.

Don't craft a tagline your organization can't stand behind 100%.  Your nonprofit has to be able to deliver what you promise. When you do so, your or

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

anization reaffirms its credibility. When you don't, you lose any you may have.

Don't launch your tagline before trying it out.   Before committing yourself to your top choice, get feedb

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ck from at least 10 members of key internal and external audiences. You may discover one of two things: They just don't get it, or you don't feel 100% comfortable with it yourself.

Don't change your

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

tagline more than once a decade. Your audiences will remember it and, unless your nonprofit changes its programs and services drastically, there's value in keeping the same tagline for a decade or so

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Advice You - Strong Nonprofit Taglines - Seven Dos and Don'ts

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